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Game On

Waitrose

6 October 2007

Heston and Gordon are cooking with it. Madonna is shooting it. And with the latest sales data released by Waitrose this week, it seems that game is now officially in vogue.

The retailer is reporting rapid sales increases of game in its shops since the start of the shooting season on the ‘glorious 12th’ of August. Game as a whole has increased by 24% this year so far – and some meats have increased by up to 80% - the star performer being wood pigeon.

All Waitrose game is from a small number of carefully selected shoots, on British country estates. The retailer sells a wide selection throughout the game season, which runs until the end of January. This includes mallard, partridge and pheasant, with grouse being added to the range in its London stores for the first time this year.

Waitrose also sells a number of products that are aimed at making game more accessible for shoppers. These include a casserole pack - containing prepared partridge, pheasant, pigeon and mallard.

Says Frances Westerman, Game Buyer at Waitrose: “Our customers have long told us that they want to try game, but aren’t sure how best to cook it. Now, with celebrity chefs championing game – on television shows and in their restaurants - we are really seeing game moving from niche towards mass market appeal.

“Game is a delicious way to enjoy seasonal, British meats – as well as being naturally low in fat. Shoppers are increasingly looking for new taste experiences, and early indications suggest this is going to be a bumper season for game.”